Scientists often claim to be rational in their purchase decisions and consider only price, availability or quality. But for more than 20 years we at BioInformatics LLC have argued that brand awareness, perceptions and loyalty have a very influential role in scientists’ decisions about which instruments and consumables they will purchase for their labs.
Most life science marketers recognize the importance of building strong brands. They invest heavily in image design, marketing collateral, and exhibit booths. Increasingly they produce quality content to drive inbound leads and are active in all digital channels. Other parts of the company strive to meet their customer’s expectations and keep them satisfied. But how does all of this activity contribute to the strength of a brand? How does a marketer know where to allocate their resources to continually build brand equity at every touchpoint of the customer journey?
BioInformatics LLC has unmatched experience in helping life science companies measure the health of their brands. We’ve compiled a free guide describing a variety of brand models and techniques that can be downloaded here.
The strength of your brand determines how well your customers know you, trust you, and distinguish you from other brands. The challenge for life science suppliers is to quantify these “soft” variables and design a concrete branding strategy that works.
“A word about scientists. I want to emphasize at the outset that, contrary to popular belief, scientists are not detached observers of nature and the facts they discover are not simply inherent in the natural phenomena they observe. Scientists construct facts by constantly making decisions about what they will consider significant, what experiments they should pursue, and how they will describe their observations. These choices are not merely individual or idiosyncratic but reflect the society in which the scientists live and work.”
—Dr. Ruth Hubbard, Harvard University
I use that quote in many of my presentations because it makes you think a little bit differently about the scientist as a consumer. It’s often assumed that, because this is a scientific market, the evaluation of competing products and purchasing decisions takes place in the realm of objective assessment, but I believe they often take place in the realm of belief and familiarity.
With increasing pressure on marketing to demonstrate ROI, a crowded media landscape and an ever more sophisticated customer base, the importance of brand in motivating customer perceptions, expectations and behavior is more important than ever.
BioInformatics has years of experience in distilling–straight from the source–what scientists think about suppliers. We ask the right questions so you can support your branding strategy with hard data. With our proven research techniques and on-targeting market insights, you can design a branding strategy that increases customer satisfaction, promotes brand loyalty and captures market share.